21 Jun Potential Game Changer for Pay-Per-Click
Microsoft announced that they are purchasing LinkedIn. Besides the fact that they are paying $26.2 billion in cash for the company, you may be thinking ‘what’s the big deal’?
Well, this acquisition is not just a big deal, it is a HUGE deal. From a digital marketing perspective this is a game changer. Google Adwords has always dominated pay-per-click (PPC) advertising. Google will be rolling out new features to allow advertisers to take advantage of all the information they have on users to help better target ads. How in the world can Bing (a Microsoft product) compete with this? Let’s be honest, Bing isn’t really the popular kid in town and Microsoft hasn’t done too much to help the situation; until now. Microsoft buying LinkedIn will introduce a whole new aspect to digital ads.
What Microsoft Promises:
– Access to businesses and professionals’ demographics
– Targeting beyond keywords
– Ad targeting based on job roles
– More relevant ads based on industry targeting
– Ads shown beyond Bing.com; ie. Microsoft Office Suites
– More relevant impressions
– Stronger conversions
LinkedIn’s sole purpose is for professionals to connect with each other and with businesses. LinkedIn members share their professional interests, job history and businesses they are interested in. This is a gold mine of information that B2B advertisers have only been able to utilize through the platform itself. Not anymore!
Google provides a large audience for advertising, they have a great display network and they are the best place for B2C companies to advertise, especially with the Google Shopping platform. But Microsoft, knew what Google didn’t have and they came up with a plan to beat them to it – B2B digital advertising.
The acquisition won’t be finalized until the end of the year, so until then we will have to keep dreaming and imagining the tools that will hopefully be at our fingertips. At some point we will be able to run a PPC ad and target it to our ideal industry and people in roles that we want to reach. Imagine if you are looking to target Marketing Mangers, Bing will be able to help you do that with all of the data they are collecting from LinkedIn.
What will the capabilities be? No one knows for sure. Microsoft has some very lofty dreams, but our main concern at this point is all about the PPC world. Will these ads appear in Bing and LinkedIn? Will they allow targeting within the Microsoft product suites like Outlook and Word? Only time will tell. One thing is for sure, this can be an extremely powerful tool for B2B advertisers. We cannot wait to see what the future holds for this industry.
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